ABSTRACT

In the era of social media more is demanded of CEOs to project a charismatic and personable public face for the company. Aside from their executive duties, CEOs are now called upon to perform this important 'personal marketing' role through their active engagement on social media. Yet studies show that CEOs, especially those of B-to-B companies, are often reluctant to perform this function – less than 50% have any significant social media presence. All the same, it is evident that social media offers numerous benefits to CEOs both at firm and personal levels: greater transparency and trust, connecting with the public, engendering the perception of authenticity, and brand-building. Additionally, millennials, as an influential demographic group, practically expect corporate CEOs to be available to communicate on social media. This practitioner note concludes with recommendations for CEOs who are venturing into the social media space for the first time.

摘要

在社交媒体时代，要求更多的CEO为公司塑造具有魅力和风度的公众形象。除了执行职务外，现在还要求首席执行官通过在社交媒体上的积极参与来履行这一重要的“个人营销”角色。然而研究表明，CEO，尤其是B2B公司的CEO，通常不愿履行这一职能，只有不到50％的首席执行官拥有重要的社交媒体形象。尽管如此，很明显，社交媒体在企业和个人层面都为CEO提供了许多好处：更大的透明度和信任度，与公众的联系，产生真实感和品牌塑造。此外，千禧一代作为一个有影响力的人口群体，实际上期望公司的首席执行官可以在社交媒体上进行交流。